Facebook's strategy for luring big brands into their social network is to get fans of something to send a link, incorporating the friend's photo and favorable comment into personalized form of influencing message. So-called social ads should get more response than traditional communications, experts say. Facebook's David Fischer maintains that the "best ads on Facebook are the ones that are most consistent with what's already being done on Facebook." Facebook's click-through rate on ads is far lower than the average for banner ads, but some marketers such as Mars Chocolate North America have successfully run programs specific to the social network's model.

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